“Squirrel: Here I Come!”: Paradoxes of the Brand

“Squirrel: Here I Come!”: Paradoxes of the Brand

  • Case
  • Teaching Notes
Abstract

In March 2011, a new vodka brand entered the Russian market. In spite of complete absence of an advertising campaign the appearance of “Squirrel: Here I Come!” vodka caused widespread public reaction. The Russian media responded to the launch and gossip and bloggers’ comments snow-balled on the Internet. Sales of the vodka broke all records previously set in the alcohol market. How did a new brand compete in the over-saturated conditions of the Russian vodka market without opportunities for advertisement due to enacted anti-alcohol legislation?

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